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Sunday, February 17, 2019

Gauhati University QuestioAn Papers:MARKETING OF SERVICES (May-June’ 2015)

Gauhati University Question Papers
Full Marks: 80
Time Allowed: 3 hours
Answer either in English or Assamese
The figures in the margin indicate full marks for the questions
1. Answer the following as directed:                                       1x10=10

a)      Increasing income level is one of the reasons for growth of service industry. (Write True or False)
b)      The area where customer actions take place is called back office. (Write True or False)
c)       In its advertisement for tourism, which state of India uses the slogan “God’s own country”?
1)      Karnataka.
2)      Kerala.
3)      Jammu and Kashmir.
4)      Himachal Pradesh.
d)      Which one of the following is not a facilitating service?
1)      A restaurant in a hotel.
2)      Transport services for local visit.
3)      A hotel for lodging.
4)      Shopping facilities.
e)      Who developed the most popular strategic model for service marketing called the ‘Service Triangle’?
f)       What is the full form of TCV?
g)      Brokers and agents are two different kinds of intermediaries who perform similar functions in _____. (Fill in the blank from the following)
1)      Service production.
2)      Service consumption.
3)      Service transportation.
4)      Service distribution.
h)      Which one of the following is not included in price mix of tourism?
1)      Entry fee.
2)      Accommodation.
3)      Food.
4)      Restaurant.
i)        The ‘AIDA’ formula is associated with advertising. (Write True or False)
j)        Write one new generation service.
2. Write short answer to the following:                                  2x5=10
a)      Describe two importance of service marketing.
b)      What is Basic Service Package (BSP)?
c)       What is service differentiation?
d)      What is cost-based pricing?
e)      Explain two sales-promotion tools employed by service organisations.
3. Write short notes on any four of the following:                             5x4=20
a)      Discuss the various components of a service.
b)      Distinguish between goods and service marketing.
c)       Explain in brief the eight petals in the flower of service.
d)      What is franchising and what are its benefits for the distribution of services?
e)      What is hotel marketing and who are its users?
f)       Describe the market segmentation for different types of transport services.
4. Discuss the various reasons for the growth of service sector in India.                                  10
Describe the important characteristics of service.
5. Discuss the approaches for pricing of services.                               10
Explain the factors to be taken into consideration while designing a service distribution system.
6. What is service evaluation? Explain the role of moods and emotion in customers evaluation of a service experience. 4+6=10
What is customer participation in service? What measures would you suggest to enhance customer participation? 5+5=10
7. Who are the users of hotel industry? Discuss the various tools of sales promotion that are used in promoting the hotel business.                             4+6=10
What are the different market segments for transportation service? Discuss the product mix for road transport organisations.                                    5+5=10


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